Drew J. Phillips

Integrated Campaign

Back to School

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The Project

It’s the most wonderful time of the year for parents as kids get ready to go back to school, but the chaos of back to school shopping can be a nightmare. This year, Staples wanted to make sure parents knew there was only one place with the products, services and expertise to make back-to-school shopping easy.

Staples engaged creative agency Muh-tay-zik | Hof-fer (MTZHF) to dive into their strategy and create a vibrant, powerful campaign for 2018 Back to School. During MTZHF’s exploration, Craft creative directors were brought in to provide brand guidance and background for the MTZHF team. We collaborated by reviewing copy and visuals, providing tweaks and feedback to initial concepts and ensuring the season could be executed by our joint teams. Additionally, we advised Staples’ marketing leadership during their decision process for the final concept.

After the campaign direction was selected, Craft partnered with MTZHF to shoot hundreds of products and produce stunning creative that energized associates and customers alike. The final campaign touched every marketing vehicle for Staples retail including ecommerce, emails, circular, direct mail, display and social media.

An incredibly hardworking team of writers and designers worked to bring the campaign to life based on the campaign standards.

Creative Team

Creative Agency
Muh-tay-zik | Hof-fer

Executive Creative Director
Joel Kaplan, MTZHF

Sue Tallon, Dan Cugini, Erin Duffy

Creative Director
Whitney Mangiafico, Craft

Associate Creative Director
Drew Phillips, Craft






Manhattan Store windows

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